Press release
08/28/2007
CRISPIN PORTER + BOGUSKY NEWEST SUBSCRIBER TO TIVO’S STOP||WATCH™ RATINGS SERVICE
Ad Agency to Use TiVo’s Service to Strengthen Research, Creative Development
ALVISO, Calif. — August 28, 2007 — TiVo Inc. (NASDAQ: TIVO), the creator and a leader in advertising solutions and television services for digital video recorders (DVRs), today announced that advertising agency Crispin Porter + Bogusky has purchased a subscription to the TiVo Stop||Watch ratings service. CP+B is one of the industry’s most influential agencies with an impressive roster of global clients and popular ad campaigns including Burger King and Volkswagen.
Using the TiVo Stop||Watch ratings service, a comprehensive second-by-second program and commercial ratings research product, CP+B now has the means to access a broad database on audience viewing behavior, and a unique ability to track specific commercial viewership, in both Live and Timeshifted viewing context.
“In this highly competitive industry, it is imperative that we are able to identify new trends and recognize which commercials pique viewer interest, in which programming, and at what point in the programming,” said Jim Poh, Crispin Porter + Bogusky. “TiVo Stop||Watch ratings service provides invaluable information that enables us to better understand DVR viewing behavior, timeshifting, and fast-forwarding and how they impact commercial ratings. Having the ability to gauge what viewers are watching, or not watching, on a second-by-second basis is invaluable in a changing media landscape. This service will undoubtedly provide insight into the future of TV viewing and give us a better way to track our schedules with more immediacy, ultimately, delivering better results for our clients.” Mr. Poh noted that nearly 20 percent of all homes already have DVRs and if an agency is unable to understand viewers watching television this way they are going to be left behind by the competition.
“Knowledge is certainly power when it comes to understanding the efficacy of an advertising campaign,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement. “We are delighted that Crispin Porter + Bogusky, one of the industry’s most influential advertising shops, shares our view and has elected to subscribe to the TiVo Stop||Watch ratings service. In an age of the DVR, where the television viewer is in control, TiVo is intent on leveraging its second-by-second measurement of subscriber viewing patterns to deliver unique data that can assist marketers, agencies and networks to understand the effectiveness of their campaigns.”
Mr. Poh said: “The Stop||Watch service provides simple, granular audience ratings that are easy-to-understand – just like TiVo. There is simply no other source of information like it in the market today.”
Existing subscribers to the Stop||Watch ratings service include Starcom USA, the Interpublic Group of Companies, Media IQ, and MPMA.
TiVo Stop||Watch ratings service data is derived from a daily, aggregate, anonymous, stratified random sample of 20,000 TiVo units – from which the second-by-second “clickstream” of behavior and viewership is collected and assessed. The Stop||Watch service includes data for: Total Viewing, Live Viewing, Timeshifted Viewing (less than 1 hour, 1-6 hours, 6-24 hours, 24-48 hours, 2-7 day, and 7-14 day delay), Program Ratings, Commercial Ratings and a Commercial Viewership Index. The Stop||Watch service uses ad occurrence data from TNS Media Intelligence to identify commercial spots. For more information on the TiVo Stop||Watch ratings service, visit https://stopwatch.tivo.com .
About TiVo Inc.
Founded in 1997, TiVo (NASDAQ: TIVO) pioneered a brand new category of products with the development of the first commercially available digital video recorder (DVR). Sold through leading consumer electronic retailers, TiVo has developed a brand which resonates boldly with consumers as providing a superior television experience. Through agreements with leading satellite and cable providers, TiVo also integrates its DVR service features into the set-top boxes of mass distributors. TiVo’s DVR functionality and ease of use, with such features as Season Pass™ recordings, WishList® searches, and TiVo® KidZone, have elevated its popularity among consumers and have created a whole new way for viewers to watch television. With a continued investment in its patented technologies, TiVo is revolutionizing the way consumers watch and access home entertainment. Rapidly becoming the focal point of the digital living room, TiVo’s DVR is at the center of experiencing new forms of content on the TV, such as broadband delivered video, music and photos. With innovative features, such as TiVoToGo™ transfers and online scheduling, TiVo is expanding the notion of consumers experiencing “TiVo, TV your way.®” The TiVo® service is also at the forefront of providing innovative marketing solutions for the television industry, including a unique platform for advertisers and audience measurement research. The company is based in Alviso, Calif.
TiVo, Stop||Watch, Season Pass, WishList, Series2, Series3, TiVoToGo, ‘TiVo, TV your way’ and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2007 TiVo Inc. All rights reserved.
